‘DRÄG’

IKEA Canada collaborated with a group of Toronto drag queens for a Pride Month campaign by the name of ‘DRÄG.’ For the campaign, IKEA Canada challenged the drag queens to create stylish, inventive and fashion-forward outfits from its products in a celebration of uniqueness, beauty, self-expression and possibilities.

The campaign sees a variety of household items from IKEA like shower curtains, umbrellas and pendant lamps completely transformed into inspiring, fully wearable and theatrical outfits sported by the drag queens.

The campaign is not unlike a challenge that could be found on Rupaul’s Drag Race, a TV series that has played a significant part in bringing the art of drag into mainstream pop culture, particularly within the last couple of years.

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